Title	RADIO CHEATING
Brand	MTS
Product/Service	MOBILE INTERNET
Category	B08. Use of Stunts
Entrant	BBDO RUSSIA GROUP Moscow, RUSSIA
Idea Creation	BBDO RUSSIA GROUP Moscow, RUSSIA
Media Placement	BBDO RUSSIA GROUP Moscow, RUSSIA
PR	BBDO RUSSIA GROUP Moscow, RUSSIA
Production	BBDO RUSSIA GROUP Moscow, RUSSIA

Name	Company	Position
Nikolay Megvelidze	BBDO Russia Group	Chief Creative Director
Alexey Starodubov	BBDO Russia Group	Deputy Creative Director
Vlada Obukhova	BBDO Russia Group	Managing Director
Luiza Vasyutina	BBDO Russia Group	Senior Account Manager
Nikita Nikiforov	BBDO Russia Group	Strategic Planning Manager
Boris Sorokin	BBDO Russia Group	Business Development Manager
Andrey Belov	BBDO Russia Group	Senior TV studio Manager

The Campaign

According to the fact that brands need to speed the mandatory information to fit in the timings and follow the Russian law we decided to make use of this trickery to promote MTS 4G internet. We bought the shortest available duration for our spots and recorded the following message for it: “4G by MTS. This ultrafast internet is so fast you won’t be able to tell it any faster.” We increased the speed of this recording two times. Then we placed it right after spots that feature the accelerated disclaimers during the commercial break on one of the most popular radio stations in Russia.

Creative Execution

We bought the shortest available duration for our spots and recorded the following message for it: “4G by MTS. This ultrafast internet is so fast you won’t be able to tell it any faster.” We increased the speed of this recording two times. Then we placed it right after spots that feature the accelerated disclaimers during the commercial break on one of the most popular radio stations in Russia.

More than 1 million people living in Moscow heard the spot with most of them considering the legal disclaimer from the previous commercial a part of our message about the ultrafast 4G internet. Having bought the shortest possible duration of commercials on radio we took advantage of the seconds other brands paid for to our advantage. Maximums effect for minimum cost.

We used already existing content created for radio by other brands and used it for our own purposes. Having bought the shortest possible duration of commercials on radio we took advantage of the seconds (and the content) other brands paid for to our advantage.

Insights, Strategy and the Idea

Our target audience was the whole Moscow that’s why we had to consider media channels that have the biggest reach. Nowadays the media channel with most reach even in a metropolis like Moscow is radio. To get as much people as possible we bought the shortest available duration for our spots on one of the most popular radio station (Nashe Radio). These spots were placed right after spots of other brands that feature the accelerated disclaimers.